Boston Beer Company: Bevy Long Drink Product Launch

During my time at Critical Mass, my partner Carla Smith and I led (and won) Creative on a new business pitch for Bevy Long Drink—an innovation beverage from Boston Beer Company that was inspired by Finland's traditional Long Drink, and launched in select markets.

After winning the pitch, we had the opportunity to create two original campaigns on a limited budget—one was a launch campaign designed to introduce the brand across paid social assets, and the other an evergreen content series to sustain beyond launch.

Two days before we were set to lock in creative for our shoot, our main competitor launched a nearly identical campaign, challenging us to pivot and adapt all of our creative for client sign off within 48 hours. Then, shortly after the two-day shoot the brand launch was placed on indefinite hold while budget was allocated to other Boston Beer Company brands, but we were still tasked with delivering 100+ pieces of original content.

Below is a small selection of some of the work we created.

PLEASE VIEW THE PROJECT HERE: https://www.kmerritt.com/portfolio-collections/my-portfolio/boston-beer-co-bevy-long-drink